Julie Zhu has spent more than a decade doing the kind of work that seldom appears in an influencer's polished videos but almost always decides whether those videos matter. A Shenzhen-based China market strategist for international creators, Zhu helps global talent make sense of a crowded social-media landscape where a big overseas following is no guarantee of domestic attention.
Her client list has included two of the most recognizable names in digital culture: Khaby Lame, the Italian creator famous for his silent reactions, and Pamela Reif, the German fitness instructor whose routines have reached millions. Chinese fans have given each a telling nickname. Lame is known as Speechless Brother, while Reif is sometimes called Devil Pamela because her workouts are brutally effective.
Zhu's job does not begin when a creator steps off a plane. She maps out how they should appear, which platforms they should court, and why a short trip should be treated as the opening chapter of a longer relationship with China.
A pandemic fitness star opened the door
Zhu's approach was shaped by a moment many global marketers missed. During the pandemic, strict lockdowns kept many Chinese residents at home, and home workouts turned into a shared social ritual. Reif's exercise videos became a common topic in Chinese conversations. Women began posting their attempts to complete her routines, and those posts were seen by more users, which led more people to try the videos. The loop gave Reif an unusually fast rise in Chinese awareness even before she physically visited the country.
That is why, after travel restrictions loosened, Zhu proposed a bolder move. She suggested Reif should visit China and meet the community that had formed around her content. The idea was not a simple meet-and-greet. Zhu wanted to bring Reif together with Chinese fans in a live setting, exercise with them, hold events, and give thousands of people the kind of access that a follower usually never gets.
The trip went through Beijing, Shanghai, and Hangzhou. Reif walked along the Great Wall and toured the Forbidden City. She also met local teams from platforms like Bilibili, Rednote, and Weibo. Zhu helped arrange meetings with brands and tourism offices, making sure the trip did not end when the cameras stopped.
For Zhu, Reif was also a lesson in timing. A creator does not need to be physically present to gain traction, but physical presence can change the relationship. It allows fans to see the creator trying their food, reacting to their customs, and learning about their lives. Those moments matter more than a repost with subtitles.
A lesson in pain, relief, and cultural nuance
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Source: Business Insider News